Pro Kabaddi League (PKL) is elated to announce its recent triumph at two esteemed award ceremonies, underscoring its innovative approach to sports marketing. PKL bagged the award for Best Social Media Brand (Sports Category) at Mommy’s 2024 by Mad Over Marketing and for the Best Use of Mobile App for Retention Engagement (Sports Marketing) at the MarTech Excellence Awards.
The ‘Har Saans Mein Kabaddi’ campaign, a celebration of the essence of Kabaddi, captivated a massive audience, reaching 245 million viewers on television. This strategic social media campaign resonated across regions, showcasing the sport’s vitality and PKL’s dynamic nature enabling robust growth across all social media platforms & huge traffic across the digital assets. PKL’s presence on social media platforms surged garnering 1.29 Billion impressions.
PKL’s social media strategy corresponded to a well-executed kabaddi raid – precise, engaging, and impactful. The campaign utilized a mix of regional content, city/team rivalries, hero-building, moment marketing reels, influencer marketing, and celebrated milestones such as the 1000th PKL match.
At the MarTech Excellence Awards, PKL’s official app was recognized for its exceptional contribution to fan retention and engagement. The app, a comprehensive platform integrating advanced features and interactive content offers in-depth player stats, live match updates through the Live Match Centre, exclusive content via PKL Unplugged, fan interactions through PKL Fan Wars, and engagement via the fan’s choice polling section. By leveraging cutting-edge technology, PKL has transformed the app into a kabaddi enthusiast’s companion.
The ‘Panga Hunt’ campaign, an app-based initiative offering users a chance to win an all-expense-paid trip to the PKL Finale, significantly boosted user re-engagement. The campaign’s success resulted in impressive metrics: 1.1 million active users, 115 million-page views and over 800K app downloads.
PKL’s marketing strategy was further amplified by collaborations with Bollywood celebrities such as Tiger Shroff, Pankaj Tripathi, Raveena Tandon, Shihad Kapoor, Kriti Sanon and regional stars like Kiccha Sudeepa, Nandamuri Balakrishna, Kavya Thapar, Sundeep Kishan, Varun Tej, and Lavanya Tripathi. PKL also collaborated with popular social media influencers like Bhuvan Bam, Funcho, Ansh Pandit, Mihir Gupta, Rahul Dey, and The Bharat Army to spread the Kabaddi cheer even wider. These collaborations effectively directed fans to PKL’s digital & social platforms, expanding its reach and enhancing fan interaction.
